Retention marketing platform

A platform that reads every order in your store, works out who buys again and when, finds the customers who lapsed, and runs the win-back campaigns to bring them back, with a log so nobody is contacted too often. Second Order is that platform, with SMS through your messaging provider and email through SendGrid. Its order connector is the only piece tied to the store, and your developer adapts it to any CMS or custom-built store. One deployment per client, its own database.

Across e-commerce, 18.8 percent of customers ever buy a second time and they bring in 19.6 percent of revenue (BS&Co, 156,110 customers, 365-day window). In beauty it is 23 percent, and 16.6 percent for deodorant brands, with 107 days between orders (Metrilo). Save a Playa, a deodorant, is at 19.9 percent repeat customers and 35.9 percent of revenue from repeat orders, measured on 18 September 2026. One store’s result, dated, not a guarantee for yours.

Every figure on this page comes from a store with 43,941 customers and a median of 101 days to the second order. The platform earns its seat by finding, every day, who is due back and who has gone quiet, and by writing to them with the limits on. With a handful of orders a day, a person can do that by hand. If your customers rarely buy twice, or you have no way to write to them, start somewhere else. If you are not sure which side you are on, book the call and we will tell you.

A lapsed customer is one whose last order is older than your repurchase cycle. The finder filters by the product they bought last, how long they have been inactive (2 months to 5 years) and whether they were first-time or repeat buyers, most recently lapsed first. At Save a Playa the median time to a second order is 101 days and most second purchases land 3 to 6 months after the first, which is the window the campaigns target.

Two channels, both run by a person from the platform: SMS through your messaging provider, sent to a batch of customers in one click, and HTML emails through SendGrid, personalised with the customer’s name, last product and time since their last order, up to 5,000 per run. Nobody is contacted twice in the same month on the same channel, and nobody more than three times without buying again; both limits are visible and adjustable.

A stats view shows how many contacted customers came back, on which channel and with which message, how much they spent and how many attempts it took. Win-back conversion is measured from the first campaign onward; the contact log started in September 2026, so there is no win-back figure on this page yet.

Three things. A store that can send an order webhook: the connector ships for WooCommerce as is, and your developer adapts it to any other CMS or custom-built store, which adds time to week one. An SMS provider account and a SendGrid account, both in your name, so the sending and the spend never pass through ours. And one person on your team who works the lapsed list and signs off each batch. The connector only reads orders and customers and writes nothing back; your data lives in a database dedicated to your store, on Railway, not shared with anyone.

No. There is no SaaS tier and the platform is not sold on its own. The 19.9% on this page did not come from defaults. It came from a developer wiring the connector to one store’s orders, tuning the inactivity windows to its repurchase cycle, and shaping each batch from the stats. A tool with the same defaults as everyone else gets the category’s 16.6%. The seat is the shaping; the license is what the seat comes with.

The seat is the developer’s hours: $3,900 for 160 a month, or from $2,500 for 80, month to month, no recruiting fees. The server your deployment runs on is included. Two things are not, and sit on your own accounts in your name: your SMS provider and your SendGrid account, each billed by the provider to you for what you send. Keeping them in your name means your customer data and your spend never pass through ours.

While the seat runs, you hold the source code, the database schema and the templates, and your team can change any of them. A full-time seat includes all three platforms; a part-time seat includes one of your choice. If you end the seat, you keep everything: the core of Second Order and every customization made for your store stay in your deployment, running where they are. Keeping it running is a flat $900 a month, month to month, covering the codebase with its updates, the server, and support by ticket within 24 hours. It includes no development hours; those are $60 an hour when you need them. Past about 26 hours a month the part-time seat is cheaper, and the license folds back into it.

Book a call and we will tell you which seat and which platform fit, or that none applies.